Los Angeles Tourism and San Francisco Travel have launched a first-ever joint marketing campaign to attract Australians to visit the California gateways of Los Angeles and San Francisco. The campaign was produced by our in-house production company, Bastard Productions, led by Director of Production Dave Horowitz.
Titled “2 Aussies in Cali,” the four-part comedic travelogue kicked off with a trailer release in Australia, and has been followed by a six-minute episode weekly beginning. The series follows an unlikely pairing—quick-witted and selfie-adverse Australian comedian, Rhys Nicolson, who recently took the stage with Conan O’Brien in Sydney, and polished, world-famous travel influencer, Tara Whiteman (also known as Tara Milk Tea)—as they discover the depth and breadth of experiences available in the two cities. The campaign is further supported by a dedicated microsite created by Australia-based Flight Centre that delves into the cities’ world-class culture, art, music and diverse cuisine offerings, proving that one visit is never enough.
Talent was selected due to their different points of view and storytelling expertise. Rhys’ comedic reputation and his work within the LGBTQI community, coupled with Tara’s influence in the travel and social media sphere, provide an interesting contrast and entertaining dynamic on camera while showcasing the best of both cities. The production took place across iconic Los Angeles and San Francisco locations, from Golden Gate Bridge to Venice Beach Boardwalk.
“We’ve been working with Los Angeles Tourism for a long time, and the relationship always brings something different to the table, whether it’s an experiential stunt or an international live event,” said Dave Horowitz, Bastard’s Director of Production. “Handling talent acquisition this time around was especially fun, and we got to add comedy to the portfolio at the same time.”
The campaign—also in conjunction with Visit California—aims to reinforce California’s reputation as the most convenient gateway into North America. With over 30% of Australian visitors combining Los Angeles and San Francisco into the same holiday, Australia is perceived as an important market for both cities, welcoming just under half a million and 200,000 Aussies in 2018, respectively.
“Los Angeles is a global creative capital overflowing with one-of-a-kind experiences that Rhys and Tara bring to life in this campaign with their own brands of humour and energy,” stated Don Skeoch, Chief Marketing Officer for Los Angeles Tourism. “We want to build on the strong affinity between Angelenos and Aussies to inspire more of our friends from ‘Downunder’ to plan an L.A. vacation.”
San Francisco Travel Association President and CEO, Joe D’Alessandro, also commented, “Food, fashion and fun are collectively what Rhys and Tara are all about, a perfect match with San Francisco. We’re thrilled to have this dynamic duo explore our colorful city and help encourage Aussies to discover all that’s on offer, whatever their tastes.”
“I’ve always wanted to go to the USA’s west coast but wasn’t exactly sure what it was going to be like or what I should do,” commented Rhys Nicholson. “As it turns out, California is like America giving you a warm long hug and whispering “everything is going to be ok”. L.A. and San Fran aren’t the types of places you need to plan out a bazillion things to do every day. I reckon you can just wade in and let the cities open up to you. Just standing on the street feels like you’re immersed in culture. And eat. Eat all of the food. The food you guys. I’m seriously considering defecting to a Cali life.”
Aussies can also follow the journey via Rhys Nicholson (@rhysnicholson), Tara Whiteman (@TaraMilkTea), L.A. Tourism (@discoverla), San Francisco Travel (@onlyinsf) and Visit California (@visitcalifornia) Instagram channels, with all content united with the hashtag #2AussiesInCali.
The Many / Bastard Productions
Director of Production: Dave Horowitz
Executive Producer: Trevor Paperny
Director: Oren Kaplan
Director of Photography: Yuki Noguchi
Camera Operator: Jon-Michael Mooney
Editor: Ian Kalmbaugh & Lance Casey
Assistant Editor: Rebeca Marques
Colorist: Aubrey Woodiwiss, Carbon VFX
Los Angeles Tourism:
Chief Marketing Officer: Don Skeoch
Vice President, Marketing: John Boudouvas
Vice President, International Tourism: Kathy Smits
Vice President, Digital Marketing: Bill Karz
Vice President, Global Communications: Jamie Foley
Group Creative Director: Jeremy Bacharach
Associate Creative Director (Copywriter): Yuri de Castro
Associate Creative Director (Art Director): Frank Lin
Associate Creative Director (Copywriter): Milos Mihajlovic
Graphic Designer: Tim Aaron
Junior Art Director: Dan Atwater
Director, Brand Marketing: Julia Grau
Manager, Brand Marketing: Edwin Burgos
San Francisco Travel
Executive Vice President/Chief Marketing Officer: Howard Pickett
Executive Vice President/Global Tourism Development: Hubertus Funke
Vice President, Marketing Communications: Lynn Bruni-Perkins
Senior Director, Global Tourism: Antonette Eckert
Director, Global Digital Marketing: Dan Rosenbaum
Senior Director, Global Media Relations: Laurie Armstrong Gossy
Senior Manager, Design: Charles Rubinoff